Asian markets are becoming more and more attractive to Western companies, but they should remember not to be hasty when expanding or embarking on a new campaign.
Kiterocket is hosting a roundtable to discuss the Asia PR and social media at SEMICON West and Intersolar North America led by Ina Chu, Director of Kiterocket’s Asia practice, with two sessions. The first is on Wednesday, July 11, 2018 at 2 p.m. and the second session Thursday, July 12, 2018 at 10:30 a.m.
We spoke with Ina about Asia PR and social media and she gave us two valuable takeaways to think about before her roundtables.
Prioritize your Market
One mistake that many Western companies make when entering Asia markets, is they fail to recognize that each country in Asia has its own culture and communication style.
Doing business in Japan is much different than doing business in China and Taiwan.
Even in countries with similar languages, there are differences which need to be recognized. For example, Mandarin is spoken in both China and Taiwan, but the written form of each language is unique to the region. China uses a simplified style of the written Mandarin and Taiwan uses the traditional written form.
Seemingly small differences to Westerners can have a major impact on the success of a marketing campaign targeting Eastern audiences. Prioritize your specific market(s) by getting specific about your business goals, and then tailor your messaging to the specific region where you are looking to do business.
Dedicate a Resource
Secondly, companies need to have a dedicated resource to build relationships face-to-face.
Many media outlets in the Western world are fine with phone calls and online interviews but in Asian countries like Japan, for example, editors prefer meeting with people face-to-face. They want to see that you value the market enough to spend time with them in-person.
This is why it’s important to have a representative, or dedicated PR resource, who is familiar with the variances in cultures between regions and can share the story of your brand and ensure the best possible chance for media coverage.
In Sum, remember there is no “One-Size-Fits-All.” No matter your campaign, every region and country have their own culture and norms that need to be recognized for PR and social media success in Asia.
There are unique social media channels specific to areas with small footprints that present opportunities as well, but only if you focus your market and have a dedicated resource with insights into these opportunities.
Here is your chance to learn more about how you can succeed with PR and social media campaigns in Asia. Click here to request a seat at one of Ina Chu’s roundtables during SEMICON West and Intersolar North America.